The first email marketing campaign was sent by Gary Thuerk in 1978 to 400 people and generated $13 million in sales. Thuerk's campaign may have been considered spam, but it had a solid ROI of $32,500 per recipient. Not bad!
Since then, email marketing has become the most cost-effective way to re-engage e-commerce customers.
A mail marketing strategy requires a lot more than just blasting a database with messages. Segmentation, automation, testing capabilities, and data-driven tactics on email marketing platforms have evolved significantly. Thanks, Klaviyo! 😉
Privacy laws have also shaped the way marketers use email. 🕵️♀️ Even though we still get junk, email service providers are getting better at filtering and keeping customers' inboxes as clean as possible. And that is precisely email marketing's greatest challenge: landing in the customer's inbox.
Automation has been the strongest game-changer for email marketing strategies. Email flows let brands deliver personalized emails at scale, and when done right, flows are even more effective than regular email campaigns.